Project Focus: MSGM

MSGM, the Italian fashion label founded by Massimo Giorgetti in 2009, opened its first monobrand store in London in October at the centre of Brompton Cross (its second boutique in Europe after Milan). Designed by Giorgetti, who is also the brand's creative director, with the support of ML Architettura, the 185 sq m space sits adjacent to retailers including Acne, Philip Lim, Carven and Maje, and marks an important step forward in the development of MSGM's worldwide retail expansion.

The interior design reveals a new concept for MSGM, combining existing elements of the two-storey space with contemporary materials and green installations designed by plant artist Satoshi Kawamoto. The walls alternate between unfinished Aquaroc boards and insulating aluminium and semi-reflective, iridescent mirror steel that draws attention to the collections.

Meanwhile, the Venetian terrazzo flooring and display units, complete with the brand's signature yellow stripe, add an Italian touch to the space.

'I spent a lot of time studying the surfaces and raw materials,' says Giorgetti. 'I was particularly struck by traces of metal from previous processes; I started out from these details and then chose all the other elements.'

The furniture also pays homage to Italian design, from the D 70 sofas created for Tecno by Osvaldo Borsani to the Elettra chairs by Studio B.B.P.R. for Arflex.

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